$6.$ When companies find it harder to differentiate their physical products, they turn to service differentiation, whether it means on$-$time delivery, faster and better responses to inquiries, or faster complaint resolution. The best service providers are well aware of this advantage and also know how to create an unforgettable customer experience. It is very important to understand the specific nature of services and what it means for marketers. How can companies achieve excellence in service marketing? What about your company?